Question16. Advertising is a promotion mix ingredient that is a

16. Advertising is a promotion mix ingredient that is a _________ communication.

17. Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising.

a) institutional

b) product

c) organizational

d) pioneer

e) advocacy

18. First Union Bank airs a series of radio ads that claim, “We are the friendly bank.” This campaign would best be described as __________ advertising.

a) pioneer

b) target

c) product

d) institutional

e) comparative

19. The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

a) public relations.

b) product advertising.

c) advocacy advertising.

d) institutional advertising.

e) comparative advertising.

20. When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.

a) institutional

b) product

c) advocacy

d) issue

e) competitive

21. When Anheuser-Busch ran an advertising campaign featuring the slogan, “Know when to say when,” it was using

a) competitive advertising.

b) public relations.

c) product advertising.

d) public service awareness.

e) advocacy advertising.

22. A television advertisement showing the safety features of the Volvo “Cross Country” Wagon would be best classified as which of the following?

a) Product advertising

b) Pioneer advertising

c) Defensive advertising

d) Societal marketing

e) Publicity

23. The two major types of product advertising are

a) institutional and advocacy.

b) pioneer and competitive.

c) competitive and comparative.

d) advocacy and competitive.

e) informative and comparative.

24. Advertising that focuses on stimulating demand for a product category is called _____ advertising.

a) pioneer

b) competitive

c) institutional

d) categorical

e) product

25. Which of the following lists forms of competitive advertising?

a) Pioneer, comparative, reminder

b) Reminder, repetitive, reinforcement

c) Comparative, reminder, reinforcement

d) Institutional, product, comparative

e) Product, pioneer, reminder

26. What type of advertising points out a brand’s features and advantages that fit consumers but may not be available in other brands?

a) Reminder

b) Reinforcement

c) Competitive

d) Defensive

e) Institutional

27. Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

a) pioneer.

b) competitive.

c) comparative.

d) defensive.

e) institutional.

28. Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ___________ advertising.

a) competitive

b) pioneer

c) institutional

d) primary

e) target

29. Soft drink companies advertise that their products beat the competition in national “taste tests,” and they refer to the rival brands by name. This type of advertising is best described as

a) pioneer.

b) competitive.

c) comparative.

d) defensive.

e) selective.

30. Brands that are promoted through comparative advertising are most likely to be

a) market leaders.

b) brands that are attempting to compete with market leaders.

c) primarily services rather than tangible goods.

d) attempting to compete on a nonprice basis.

e) competing in a less competitive market.

31. Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising.

a) repetitive

b) reminder

c) pioneer

d) competitive

e) reinforcement

32. An ad for a multivitamin that claims, “We still bring you everything you need to get through your day in one vitamin,” would most likely be considered ______ advertising.

a) reinforcement

b) competitive

c) comparative

d) reminder

e) institutional

33. Reinforcement advertising is primarily targeted at

a) new potential target markets.

b) users of competitors’ brands and products.

c) anyone who uses that type of product.

d) all the stakeholders of an organization.

e) the current users of a particular product.

34. Dial Soap’s advertising slogan “Aren’t you glad you use Dial? Don’t you wish everybody did?” exemplifies the use of ___________ advertising.

a) reinforcement

b) offensive

c) comparative

d) institutional

e) defensive

35. The target audience for an advertising campaign is the

a) information base on which to develop the campaign.

b) geographic distribution of persons.

c) people toward whom the advertisements are directed.

d) overall goal of the advertising campaign.

e) sales objective to be achieved by the campaign.

36. The first stage in the development of any advertising campaign is

a) creating the message.

b) setting the budget.

c) identifying the advertising target audience.

d) defining the advertising objectives.

e) creating the advertising platform.

37. The last stage in the development of any advertising campaign is

a) creating the advertising platform.

b) developing the media plan.

c) creating the advertising message.

d) evaluating the effectiveness of advertising.

e) defining the advertising objectives.

38. After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

a) creating the advertising platform.

b) determining the financial resources available.

c) defining the advertising objectives.

d) developing a media plan.

e) creating an advertising message.

39. After the advertising budget is determined, the next step in creating an advertising campaign is

a) creating the advertising message.

b) creating the advertising platform.

c) evaluating the advertising objectives.

d) executing the campaign.

e) developing the media plan.

40. The step in developing an advertising campaign that directly precedes campaign execution is

a) defining advertising objectives.

b) creating the advertising platform.

c) evaluating advertising effectiveness.

d) developing a media plan.

e) creating the advertising message.

41. Suppose State Farm Insurance stated, “We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year.” This would be considered a(n)

a) target audience goal.

b) advertising platform.

c) percent-of-sales approach.

d) advertising objective.

e) media plan goal.

42. When developing an advertising campaign, benchmarks need to be included in the

a) campaign platform.

b) evaluation of the advertising effectiveness.

c) statement of advertising objectives.

d) media plan.

e) budget.

43. Why should a benchmark statement be included in advertising objectives?

a) Shareholders want to see where a company is in relation to competition.

b) It is useful in determining whether retailers have increased their sales over the year.

c) It gives an indication of how the advertising message is best presented.

d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

e) Objectives become more easily attainable when such a statement is included.

44. The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign.

a) the target audience

b) a budget

c) a media plan

d) objectives

e) advertising directives

45. Advertising campaign objectives that are aimed at making customers’ attitudes more favorable are stated in ________ terms.

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